Alo Yoga launches its first ready-to-wear collection, NFT at New York Fashion Week

Alo Yoga launches its first ready-to-wear collection, NFT at New York Fashion Week


Diving Brief:

  • Consumer sports brand Alo Yoga on Saturday launched its first holiday ready-to-wear collection at New York Fashion Week, according to a joint press release with Retail Dive. The event allowed attendees to try on new outfits via Snap-powered AR mirrors.
  • The latest Alo Yoga capsule, called the Aspen Collection, is inspired by winter sportswear and luxury, as per the release. They include floor-length faux-fur jackets, ski suits, ribbed cashmere sets and more, and range in price from $54 to $1,425.
  • The brand has also released its first group-based non-fungible token through a partnership with Web3 MoonPay. Customers who purchase from the new collection will get certified NFT, which comes with exclusive benefits such as personalized shopping experiences and access to Alo Wellness Clubs.

Diving Insight:

As it expands its product offerings, Alo Yoga has joined the trend of retailers associating NFTs with real-world loyalty benefits. The Aspen Collection offers a new type of incentive to customers looking to obtain exclusive privileges.

“The ability to experience the group in real time via augmented reality and obtain an immutable certificate Ownership not only raises the buying experience, but also raises the authenticity, Transparency and safety of our products creates the building blocks for a lifetime saving “Value and rewards for our most loyal customers,” Angelique Vindet, Vice President and Head of Marketing at Alo Yoga, said in a statement.

The brand’s New York Fashion Week event is adding technology to the list of digital initiatives. I started alo yoga Cryptocurrency acceptance As an online payment in June, employees are allowed to receive full or partial paychecks in currency. DTC retailer too In partnership with Roblox In February for the opening of the virtual Alo Sanctuary, where visitors can pick up a digital yoga mat for meditation retreats.

NFTs are increasingly being linked to exclusive brand franchises. Likewise sports brand Puma Launch NFTs Through the metaverse experience at NYFW this year, they can be swapped out for limited-edition trainers. Prada announced plans in June to conduct Monthly product drops Which includes NFTs for customers to access exclusive benefits. luxury jewelry brand Tiffany’s chest 250 CryptoPunks NFTs limited to customers in August, which came with matching necklaces based on NFT designs.



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